Ok, lets use the data from last time…
—————————————————1st 2nd 3rd 4th 5th 6th
a) Waiting line 28 22 17 13 14 6
b) Employee Service 22 17 13 14 6 28
c) Quality of Products 17 13 14 6 28 22
d) Office Environment 13 14 6 28 22 17
e) Competitive Pricing 14 6 28 22 17 13
f) Customer Service Line 6 28 22 17 13 14
Last time, we used a “winner take all” analysis, by just looking at the first place rank numbers for each category. “Waiting Line” won at 28, followed by “Employee Service” at 22, and so on and so on…
a) Waiting line 28
b) Employee Service 22
c) Quality of Products 17
d) Office Environment 13
e) Competitive Pricing 14
f) Customer Service Line 6
“Winner take place” Analysis
Now we look which category scored the highest in each ranking. This is the “winner take place” analysis. In this case:
“Waiting Line” scored the highest for the 1st place rank at 28, “Customer Service” scored the highest for the 2nd place rank at 28, “Comptetive Pricing” scored the highest on the third place rank, and so on and so on…
1st Waiting Line
2nd Customer Service
3rd Competitive Pricing
4th Office Environment
5th Quality of Products
6th Employee Service
Take a look at the second and third place ranking, “Customer Service” and “Competitive Pricing”. 1st place is the same as our “winner take all” analysis, so the important ones to focus on are second and third place.
Why second and third, and not the rest?
Because in this case, most people put their most pressing priorities first, second, and sometimes third. After those ranks, the rest are not urgent enough for you to worry about right now, especially since your time and resources are scarce too. The second and third rank winners also have a relatively high amount of hits (28 each, while first place also got 28 in each analysis so far).
The numbers for each highest rank are significant, because if the numbers for the highest rank for third are significantly lower than the numbers for the highest rank for second, then pay little attention to third place (ditto from first to second)
However, this rule of thumb can be overlooked if the second and third place winners for the “winner take all” analysis and the “winner take place” analysis are the same. That’s a strong correlation to pay attention to.
However,in this case, notice how they’re not the same as the second and third place winners for the “winner take all” analysis (those were “Employee Service” and “Competitive Pricing”)
How do you go from here for your second and third priorities?
Simple, by the numbers.
Employee Service scored 22 for the second place sport in winner take all, but Customer Service scored 28 in its second place rank. So its more likely better to make customer service your second focal point of improvement. As for your third, Competitive pricing scored higher than even employee service, but employee service’s rank is higher.
If there is too much disparity for your third place ranking, its best to see which categories’ numbers go up in your next round of surveys coming before you decide which one should your third focus point of improvement.